Emirates consistently leads the airline category on innovation and quality measures, however we knew that this was largely driven by the first class product, including on-board showers and fully enclosed suites.

Economy class travelers are an important part of Emirates’ customer base, so we needed to ensure that they knew that the Emirates economy class experience was category-leading too.  In fact Trip Advisor travelers had voted it the best economy class in the world for 2017.

By positioning Emirates Economy as being as good as an upgrade on any other airline, the campaign capitalized on the powerful motivator of the mythical random seat upgrade, and invited the audience to instead rather than just upgrade their seat, upgrade their airline.


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